After 10 years, Louis Vuitton once again collaborates with the internationally renowned 93-year-old Japanese contemporary artist Yayoi Kusama to launch their second collaborative collection this year. The collection includes bags, men’s and women’s clothing, sunglasses, perfume, footwear, and accessories, showcasing a fresh interpretation of classic designs while embodying both the essence of the brand’s design and Yayoi Kusama’s creative world.
The brand has previously released the first wave of promotional advertisements, shot by photography master Steven Meisel, led by legendary supermodel Gisele Bündchen, with models Anok Yai and Sun Feifei. In the classic black and white fashion photos, the creative team used color pigments and small silver balls to interpret Yayoi Kusama’s iconic polka dot pattern. Recently, they have released the second wave of promotional advertisements, featuring several famous models in a short film, including Bella Hadid, Ella Hadid, Gisele Bündchen, Sun Feifei, He Cong, Dai Wenqingmu, Anok Yai, etc. They also focus on Yayoi Kusama’s iconic polka dot pattern, presenting it in a playful and dynamic way to create a rich visual effect.
To make this collaboration grand, in addition to advertisements, the brand has launched a comprehensive immersive visual experience, bringing window displays, limited-time concept stores, and 3D billboards to various locations. For example, there is a 3D advertisement featuring Yayoi Kusama at Shinjuku Station, with her signature pumpkin head. A life-sized Yayoi Kusama robot paints a scene in the window display of the flagship store in New York. In the Paris flagship store, a giant inflatable Yayoi Kusama “doll” is installed on the roof, creating a wave after wave of promotional campaign.
